Jade & Jules

— Strategy

Jade & Jules is a luxury matchmaking agency aimed primarily at the successful businessman. King George marketed it from A to Z, from naming and strategy to branding and website. It did not become a typical dating platform or relationship agency with associations with ‘partner’, ‘date’ or ‘match’ or the typical symbols like hearts, cupid arrows and flames. Because even if you cover it with the cloak of love, the average dating agency today has a rather negative connotation. On the pretext that a brand new and personal concept calls for a high-end approach, Jade & Jules was chosen. The two alliterating names are reinforced by the ampersand, give a luxurious body to the concept and do not come across as too corporate, but just sympathetic. The website also once again translates the generous and exclusive, but warm and accessible house style. Behind the website, King George placed a link to a dating software and database with personal data.

Curious about Jade & Jules’ approach? Then listen to the podcast.

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